The American Standard

Jessica L Libring

Libring 1

ADV 435 USA CampaignApril 21, 2014

Libring 2

Situation AnalysisThere was a time when America thrived on manufacturing; we were a

nation of production and had many physical products to offer. Now the

nation has moved toward services, creating a severe trade deficit that is

stifling economic growth (Simmermaker, 2011). In an effort to stimulate

the economy, to protect and create jobs, to promote proper treatment of

employees, and to foster a sense of national pride, we have focused on the

promotion of American-made (Made in USA) products.

This analysis shows areas of particular concern around which one must

tread with care in the creation of the campaign. The numerous threats and

the internal weaknesses of the American-made label must be carefully

mitigated or underplayed to better allow the campaign to shine effectively.

The label, however, has many benefits which strike emotional chords to

which the campaign can cater. Please see Appendix 1 for a SWOT Analysis

Chart. Below is a brief breakdown of the internal and external factors

facing the American-made label.

StrengthsBuying American-made products stimulates the economy because it keeps

the dollars within the nation. Money spent on these products pays workers

that directly or indirectly created the product. In this manner, job are

supports and dollars are recycled (“Why buy American?,” n.d.). People

generally find American-made products to be of superior quality, combining

Libring 3

with a general trust of the known to increase their confidence in this type of

product. All other things equal, Americans would prefer to purchase

American-made products (Consumer Reports, 2013).

WeaknessesDespite a general confidence in the American label, there are some negative

aspects. The label’s definition is not very specific, making it difficult to

know exactly how much of a product claiming to be American-made

originated in America. Was it solely the assembly, or did each part that

went into assembly come from within the nation? Furthermore, despite

being touted as having superior working conditions (and despite it often

being true), the American-made label does not promise that the product was

made under fair conditions or by legal employees (“Does ‘Made in the

USA’,” 2013). For those that are made under fair conditions, and with

quality materials, however, the costs may be passed along to consumers in

the form of higher prices.

OpportunitiesWhile lower than in the past few years, the unemployment rate is still a

major concern for many Americans (Izzo, 2013 and “Unemployment rate,”

2014). Because of the support buying American provides for its workers

and the economy, more could be persuaded to purchase American-made.

Similarly, America has a significant trade deficit and is in potentially

crippling debt to other countries (Simmermaker, 2011). In a similar

Libring 4

manner, these crises create a sore spot in the American people solvable by

an economic stimulant, i.e. products made in the USA.

ThreatsThe world is becoming increasingly global. In many aspects, this is a

positive occurrence. In seeking products that are purely American-made,

however, it makes the standard near-impossible to keep (Nakaso, 2013).

Nearly any manufacturer can place an American flag on their product,

which could give the appearance of being American-made. This aesthetic

choice, however, does not have to be substantiated (Consumer Reports,

2013). Furthermore, the general nature of brand proliferation makes it

both difficult and exhausting for consumers to find products that are made

in the USA from among the masses. This is exasperated by the busy lives

that people lead and the economic strain to which they have been subjected.

Pressure for time and money poses a threat to the purchase of American-

made products.

Research Efforts

PrimaryIdeally, although unrealistic, all research would be gathered primarily to

ensure proper wording and maximum effectiveness towards the purposes of

the campaign. No matter the source, it is most important to comb through

existing research to further enhance understandings and to provide

direction where the ideal is impossible and a budget (or time) constraint

must be imposed.

Libring 5

Primarily, one could begin with a widely distributed survey. This survey (or

aggregation of surveys so that any one survey does not get too long) would

address people’s economic situation, their existing lifestyle, their desired

lifestyle, their attitude toward buying products, and the driving factors in

their product purchases. Additionally it would address their attitudes

towards American-made products, unions, companies that support social

causes, and the perceived quality of products with which they are familiar.

Finally, the surveys would address behavioral issues including websites

frequented, favorite stores, and shopping behaviors. Surveys would provide

a representative sampling of Americans, including those who are under-

aged.

From these surveys, a profile of consumers and their biases would be

drafted. This would be supplemented by focus groups to better interact

with those on different levels of the spectrum (from most likely to purchase

American-made products to those least likely). These focus groups would

seek to provide further insights into the lives of these individuals and the

factors leading their purchase decisions, as well as the potential for the

factors to change.

From these insights, an approach could be decided: Should the PSA be

offensive or defensive in nature? The target audience must be decided and

the objectives and other strategies must be outlined. Objectives will be

Libring 6

realistic when based upon the conducted research, and from there, the best

strategies can be researched and decided upon.

The insights would then accumulate to provide a solid foundation of

knowledge from which one could draft the PSAs promoting the purchase of

American-made products. The drafts of these PSAs would be tested for

efficacy, on the basis of their imagery and their copy, as well as overall

impression. Those most effective would be tested more rigorously,

launching in a particular region. After a period, the results of the test

campaign would be tested further for efficacy. The campaign could be

tweaked if necessary, or otherwise rethought, prior to launching it on a

larger scale.

SecondaryThere are always constraints and thus the ideal is rarely obtainable.

Rather, a new ideal is balanced from within those constraints. Because of

this reality, it becomes necessary to utilize secondary data. Previous efforts

must be reviewed regarding pro-American campaigns and propaganda

tactics that were utilized in the past, as well as their efficacy. A situation

analysis for the Made in USA campaign could be derived from a review of

existing articles. One would then shift focus to the campaign at hand with a

profiling of the target audience. This would begin with reviews on

platforms such as Simmons OneView to look at the demographic and

behavioral tendencies of those already predisposed to appreciate locally

Libring 7

made products (and those most likely to ignore American-made). This

would provide a basis out of which could grow primary research.

A review of the general environment, the economy, and the attitudes of the

nation would be helpful to better assess the need for this campaign. One

could review the sales and profits of companies currently American-made.

This review would also have to differentiate from those products that are

fully American as opposed to those that are solely assembled in America.

After gathering a full repertoire of existing information, moves can be made

to fill in the holes with primary research, and to get better acquainted with

the target.

Target AudienceAccording to Simmons OneView, 55+ aged women would be most receptive

to this campaign. Men of the same age group would also be receptive to the

campaign, but did not comprise the primary targeting focus.

These people consider themselves to be amicable, goodhearted, and

reserved. Their jobs often may have been considered information-relation

or related to real estate. They may not have been exposed to higher

education. The Target is disinterested in international events, highly values

job security, and prefers shopping in local stores. The feel that getting

what they want in a product is more important than the price, and often

read the labels of products prior to purchasing.

Libring 8

Advertising ObjectivesThe campaign seeks to achieve the following objectives:

To educate our Target Audience and increase their awareness

regarding the social issue surrounding purchasing American-made

products by 20%. This campaign seeks to cast a wide net for

increasing awareness, purposefully reaching beyond the Primary

Target to the general population, acting for the good of the Public, so

that they are inspired to act when opportunity arises.

To encourage the Target to buy American, increasing the amount of

consumers seeking out American-made products by 5%. Many people

are more inclined to purchase American-made products over similar

alternatives given the opportunity (Consumer Reports, 2013). Thus,

casting a wide net for awareness and encouraging people to seek out

American-made labels increases likelihood of the purchase of

American-made products.

Creative StrategyTo convince Target Audience and consumers to choose American-made

products instead of products with foreign origins because it stimulates the

economy, creates local jobs, and cultivates national pride.

Insight 78% of people are more likely to purchase a product that is American-

made and not foreign (Consumer Reports, 2013). People who identify strongly with personality characteristics buy

products produced in their own country whenever they can (Experian Simmons, 2011).

Libring 9

People aged 55+ buy products produced in their own country whenever they can (Experian Simmons, 2011).

Women over 40 are largely ignored by marketers (Tesseras, 2013). Older women are twice as likely to have an opinion about the economy

(Tesseras, 2013). Older adults are willing to change brands (Berry, 2011). Approximately 50% of the population is over 50 (Klein, 2006). 50-plus individuals are increasingly helping their children and

grandchildren with major purchases (Klein, 2006).

SupportThe older crowd consistently thinks of themselves as younger. These

people are confident, in control of spending and finances, are learning

technology, and are willing to change labels, but not without reason. Thus,

reason must be included in the campaign, but emotional aspects will be the

focus, pulling in those who identify strongly with personality characteristics.

Message StrategyThis campaign will evoke an inspirational, positive tone that celebrates

familial ties. It will highlight multiple products made in the USA to show

that everything one could desire can be acquired in the USA. One

commercial will feature a couple in the appropriate age group whose

grandchildren are visiting and will be “camping” in the backyard. Each

piece from the furniture to the apparel to the toys will be made in the USA.

Another piece will highlight an empty-nest couple celebrating their lives

together and having a romantic evening. Find examples of proposed ads in

Appendix Four. Each campaign will include:

the tagline The American Standard.; a voiceover or body copy that explains that each product within the ad

was made in the USA;

Libring 10

a link to or mention of the website and the website’s main function (whether to find out more, or to find your own made-in-the-USA products);

and patriotic colors.

Media StrategyThe message will be spread mainly via television, with advertisements also

in magazines and in local newspapers. Commercials will also be posted on

YouTube. A website will be created corresponding with the campaign, and

there will be additional social media considerations (presence on Ad

Council’s Facebook and Twitter accounts).

This campaign will run for approximately one year in a pulsing fashion. The

website will provide a continuous component to which other media vehicles

will be added. The campaign will begin strong in August, with television

commercials, coupled with magazine and newspaper print ads. These will

remain strong for two weeks. Magazine advertising will pulse on for those

first three weeks before resting. Newspaper advertisements will run for a

full month prior to a rest period. The media flowchart is detailed further in

Appendix Two.

The Ad Council has an extensive network of over 33,000 media outlets,

including television, radio, and print outlets, outdoors components, and the

internet. Each Ad Council general market campaign garners between $25-

30 million in donated media annually. Furthermore, the media donates $1.8

billion each year to Ad Council campaigns (“Frequently Asked Questions,”

n.d.). These resources would be utilized in offsetting the media allocations

Libring 11

of this campaign. Furthermore, it would be pertinent to negotiate any

prices for media that is not donated. The advertised rate card is typically

only a starting point or an average from which a contract can be built.

Were all of the media for the campaign paid for, however, the total cost

would be approximately $75,940,000, assuming each of the 8 television

channels, 33 magazines, and 200 local newspapers were engaged during

each of the “on” pulsing periods. A more detailed record of budget

considerations can be found in Appendix Three relating to the listed media

outlets.

TelevisionThe campaign will advertise on the following television channels: CNBC,

CNN, FOX News, GSN, Hallmark, HGTV, Lifetime, and the Lifetime Movie

Network.

MagazineSome of the most popular magazine groups among our Target Audience are

as follows: Hachette Filipacchi Group, Hachette Women Group, Martha

Steward Living Omnimedia, Meredith Magazines, MNI Healthy Living

Network, MNI Home Network, The Reader's Digest Association Inc. There

are numerous individual magazines to which the Target Audience is drawn,

including the following: AARP the Magazine, Arthritis Today, Better Homes

and Gardens, Bon Appetit, Cooking Club, Cooking Light, Country Living,

Everyday Food, Family Circle, First for Women, Gardening How-To, Good

Housekeeping, House Beautiful, Ladies' Home Journal, Martha Stewart

Libring 12

Living, Midwest Living, More, The Oprah Magazine, Prevention, Reader's

Digest, Redbook, The Saturday Evening Post, Soap Opera Digest, Soap

Opera Weekly, Southern Living, Sunset, Town & Country, Traditional Home,

TV Guide, Weight Watchers, Women's Day, Woman's World, and Yankee

(Experian Simmons, 2011). Although it would be unrealistic to advertise in

every magazine mentioned, an encompassing selection would be chosen

from the above based on the results of the research obtained.

NewspaperThe Target Audience does not typically read national newspapers. They

consume much of their news through daily local newspapers. Newspaper

ads would be placed in local newspapers throughout the nation.

Website and Social MediaHaving the message available on the website will be free, aside from any

site hosting costs. The social media aspect of the campaign, comprising of

YouTube housing for TV commercials, Facebook, and Twitter, will be free.

Campaign SuccessThe Ad Council employs multiple methods to evaluate the effectiveness of

the proposed campaign. In the campaigns initial, formative stages, there

must be research and review (“Frequently Asked Questions,” n.d.). This will

likely be completed via a survey, taking stock of existing attitudes and

awareness surrounding the social issue of purchasing American-made

products. This will provide a benchmark for the campaign. While it is

important to sample from our target, these surveys will reach beyond that

Libring 13

to capture the full scope of the campaign. Also prior to the campaign’s

launch, the Ad Council will gauge the sales of companies that specialize in

products made in the USA. This latter research will also aid in the creation

of an online registry for the website.

The concepts of the campaign will be tested with the consumers to gauge

their response and the campaign will undergo a peer review among a panel

of the nation’s top advertising executives. “Donated media support is

monitored to estimate the number of ad placements, media impressions

generated, and the monetary value of these placements” (“Frequently Asked

Questions,” n.d.).

Surveys will follow, tracking the awareness of the issue, recognition of the

advertising, and changes in relevant attitudes and behaviors among the

Target Audience. Furthermore, all aspects of directly measurable consumer

response will be noted, including site traffic (“Frequently Asked Questions,”

n.d.). The sales of companies that sign up with the website registry will be

tracked to denote any changes, especially those that occur directly because

of campaign-related media.

Libring 14

Appendices1. SWOT Analysis Chart

2. Media Flowchart

3. Media Budget Considerations

4. Proposed Advertisements

5. References

Libring 15

Appendix 1: SWOT Analysis ChartStrengths Weaknesses Buying American-made products

recycles American dollars Being American-made increases

American confidence in the product

All other things equal, Americans would prefer to purchase American

Buying American supports American manufacturing jobs and employment

American-made is not very specific and its meaning could be unclear

The America-made label does not mean fairly or legally made

American-made products are often more expensive

Opportunities Threats America has a high unemployment

rate/many are concerned with unemployment

America is in debt to other countries

America has a huge trade deficit

Purely American products is an unrealistic expectation in this day and age

Products featuring American flags are not necessarily American made

Poor economic conditions leave people caring more about price than product origin

Increased globalization Proper research on

product/product origin can be difficult with brand proliferation

FEBR

UAR

YM

ARCH

APRI

LM

AYJU

NE

JULY

WEB

SITE

SOCI

AL M

EDIA

TELE

VISI

ON

MAG

AZIN

EN

EWSP

APER

AUG

UST

SEPT

EMBE

RO

CTO

BER

NO

VEM

BER

DECE

MBE

RJA

NU

ARY

Libring 16

Appendix 2: Media Flowchart

Libring 17

Appendix 3: Media Budget Considerations

TelevisionThe campaign will advertise on the following television channels: CNBC,

CNN, FOX News, GSN, Hallmark, HGTV, Lifetime, and the Lifetime Movie

Network.

BudgetThe average prime time television commercial cost for broadcast

networking is $110,000 (Crupi, 2011). Fox News network costs are roughly

double that price (Steinberg, 2014). On cable, the average commercial cost

is $13,100 (Crupi, 2011). On channels like CNBC, however, commercials

could cost as little as $1000, and for a desirable daypart would cost

approximately $5,000 (CNBC, 2013).

MagazineSome of the most popular magazine groups among our Target Audience are

as follows: Hachette Filipacchi Group, Hachette Women Group, Martha

Steward Living Omnimedia, Meredith Magazines, MNI Healthy Living

Network, MNI Home Network, The Reader's Digest Association Inc. There

are numerous individual magazines to which the Target Audience is drawn,

including the following: AARP the Magazine, Arthritis Today, Better Homes

and Gardens, Bon Appetit, Cooking Club, Cooking Light, Country Living,

Everyday Food, Family Circle, First for Women, Gardening How-To, Good

Housekeeping, House Beautiful, Ladies' Home Journal, Martha Stewart

Living, Midwest Living, More, The Oprah Magazine, Prevention, Reader's

Libring 18

Digest, Redbook, The Saturday Evening Post, Soap Opera Digest, Soap

Opera Weekly, Southern Living, Sunset, Town & Country, Traditional Home,

TV Guide, Weight Watchers, Women's Day, Woman's World, and Yankee

(Experian Simmons, 2011).

BudgetA full page ad running in AARP the Magazine, and reaching national

circulation costs approximately $611,100 (AARP the Magazine, 2014). It

costs approximately $31,085 for a full page, full color ad to run in Arthritis

Today six times (Arthritis Today, 2014).

NewspaperThe Target Audience does not typically read national newspapers. They

consume much of their news through daily local newspapers. Newspaper

ads would be placed in local newspapers throughout the nation.

BudgetLocal newspaper advertisements cost upwards of $200 per ad. For daily

paper advertising, however, it is cost prohibitive to pay the one-time

advertisement rate for each advertisement. It is far more efficient to

negotiate an annual contract (Kobliski, 2006).

Total BudgetTelevision: Pulsing on for 27 weeks on eight channels.

$200,000/week on FOX; an approximate $20,000/week on other seven

channels: $9,180,000

Libring 19

Magazine: Pulsing on for 16 weeks in 33 magazines.

$600,000/week in five magazines; $30,000/week in other 28 magazines:

$61,440,000

Newspaper: Pulsing on for 19 weeks, 7 dailies/week in 200 local

newspapers.

$200/ad: $5,320,000

TOTAL: $75,940,000

Libring 20

Appendix 4: Proposed Advertisements

Libring 21

Libring 22

Libring 23

References

AARP the Magazine. (2014). Rates + dates 2014 [PDF]. Retrieved from

http://advertise.aarp.org/wp-content/uploads/2012/03/AAARP-The-

Magazine-Rate-Sheet-50+_14.pdf

Arthritis Today. (2014). 2014 rate information. Retrieved April 20, 2014,

from http://www.arthritistoday.org/MediaKit/advertising-rates.html

Berry, A. W. (2011, March 16). Advertising to older adults. Retrieved April

20, 2014, from

http://www.insidebusiness360.com/index.php/advertising-to-older-

adults-4506/

CNBC. (2013, January). CNBC rate card 2013 [PDF]. Retrieved from

http://cnbcmediasales.com/EMEA/On-Air/Rate-Card.aspx

Consumer Reports. (2013, February). Made in America?: How to know

which flag-waving products are true red, white, and blue. Retrieved

March 1, 2014, from

http://www.consumerreports.org/cro/magazine/2013/02/made-in-

america/index.htm

Crupi, A. (2011, June 22). In their prime: Broadcast spot costs soar.

Retrieved April 20, 2014, from

http://www.adweek.com/news/television/their-prime-broadcast-spot-

costs-soar-132805

Does "Made in the USA" mean not in a sweatshop? (2013, July). Retrieved

March 1, 2014, from

Libring 24

http://www.greenamerica.org/pubs/greenamerican/articles/JulyAugust

2013/Does-Made-in-the-USA-Mean-Not-In-a-Sweatshop.cfm

Experian Simmons. (2011). Spring 2011 National Household Consumer

Survey adult survey 12-month [Data file]. Retrieved from

http://oneview.experian.com

Frequently asked questions. (n.d.). Retrieved April 20, 2014, from

http://www.adcouncil.org/About-Us/Frequently-Asked-Questions#How

%20does the Ad Council get its PSAs aired?

Izzo, P. (2013, March 8). Concerns within lower unemployment rate [Blog

post]. Retrieved from The Wall Street Journal website:

http://blogs.wsj.com/economics/2013/03/08/concerns-within-lower-

unemployment-rate/

Klein, K. E. (2006, April 2). Reaching out to an older crowd. Retrieved April

20, 2014, from

http://www.businessweek.com/stories/2006-04-02/reaching-out-to-an-

older-crowd

Kobliski, K. J. (2006, January 16). Newspaper ads. Retrieved April 20, 2014,

from http://www.entrepreneur.com/article/83096#

Nakaso, D. (2013, December 24). 'Made in the USA' may not mean what you

think. Retrieved March 1, 2014, from

http://www.mercurynews.com/business/ci_24790568/california-

lawmakers-consider-changing-standard-made-usa

Libring 25

Simmermaker, R. (2011, September 16). Building by buying American.

Retrieved March 1, 2014, from

http://www.nytimes.com/roomfordebate/2011/08/04/can-

manufacturing-fuel-a-us-recovery/why-buying-american-can-save-the-

us-economy

Steinberg, B. (2014, March 5). Fox’s ‘24′ advertising fees among TV’s

priciest. Retrieved April 20, 2014, from

http://variety.com/2014/tv/news/ads-in-fox-revival-of-24-among-tvs-

priciest-1201126050/

Tesseras, L. (2013, March 14). 40-plus women: Putting age before reason.

Retrieved April 20, 2014, from Marketing Week website:

http://www.marketingweek.co.uk/trends/40-plus-women-putting-age-

before-reason/4005915.article

Unemployment rate. (2014, March 1). Retrieved March 1, 2014, from

United States Department of Labor Bureau of Labor Statistics

website: http://data.bls.gov/timeseries/LNS14000000

Why buy American? (n.d.). Retrieved March 1, 2014, from

http://www.madeintheusa.com/why-buy-american.php